BMW has an early inside track. The automaker’s execs have spent weeks at Apple’s headquarters in Cupertino, California—part of an elite cadre of brands getting behind the velvet rope early to kick the tires (so to speak) on Apple Watch’s features, according to Bloomberg.

The automaker has been taking its Apple Watch app for a spin, which lets users track their electric cars’ battery-charging status via the Apple Watch.

At Mobile World Congress in Barcelona this week, the Korean carmaker demonstrated an updated version of its Blue Link app with Android Wear support.

The update will let Hyundai owners unlock their vehicles with a tap on the wrist, as long as said wrist is wearing an Android-powered smartwatch or with a voice command.

At the Geneva Motor Show this week, Volkswagen demonstrated a plug-in hybrid Sport Coupé GTE concept car designed to pair with a smartwatch or fitness band to “assess the driver’s mood," according to CNET.

“Using that information, it could plan navigation routes more soothing for an already frazzled driver, for one example."

Not only automakers are excited about Apple Watch, of course. Brands across other industries—such as Facebook, Pinterest, Starwood Hotels & Resorts and United Airlines—have been busyfine-tuning their Apple Watch apps in recent weeks.

Apple has been working with companies to educate them about the Apple Watch’s capabilities and limitations. For example, with the watch’s limited battery power many apps must be designed to run for less than 10 seconds at a time.

We can expect to hear more about Apple and Google watch-related apps as smartwatches come onto the market. And many of these advances surely will be tied into both tech giants’ efforts to muscle into the auto industry, potentially with their own cars.

Apple is said to be focusing on an electric car, while Google’s efforts have been directed toward a self-driving vehicle. They both add up to the same thing: an auto industry that will never be the same.